"Is Big Brother Watching?"

http://www.cnn.com/2009/TECH/03/11/db.smartsigns/index.html?iref=newssearch

While reporting on digital signage and consumer behavior, CNN reporter, Lara Farrar, posed a good initial question in her article, "How can advertisers tell if anyone is actually watching?" With this expensive new medium it isn't uncommon to wonder if it's actually generating enough positive feedback and results.  Farrar explains with this new wave of technology ad companies are turning to technologies more commonly used to track terrorists then trace consumer behavior. These new signs set up in public environments such as malls and airports are capable of measuring which specific ads are most appealing to which demographic.  These signs are able to generate your information changing the content almost instantly based on your particular age and likings. That is crazy!  

Now people ask, "Is Big Brother watching?" I do not feel that our privacy is being violated because the information is never being recorded.  An expert explains that they are simply generating data.  The data is not personalized. It is merely tracked in order to gain a proper feedback response. I believe, for years, America and other places have searched for newer and more efficient ways  to track consumer behavior, and now they are on the right track.

Further in the article Farrar discusses an even more specific way of collecting information on personal shoppers and their shopping techniques, RFID tags or wireless tracking devices into loyalty cards.  With a loyalty card you give the establishment your information, and it is recorded when you enter the store and what you buy etc.  In exchange you gain opportunities for rewards and benefits. Basically it's a win-win situation. You give the "private" information you want given and reap the benefits from your purchasing experience. People enjoy being treated special and as an individual. This personalizes your shopping experience while not violating any amendments.

While I do believe our society steps closer and closer to having Big Brother watch, I do not believe this is an instance in which that's occurring. It's really just a new way to measure effectiveness in advertising.